Trade Marketing

Flashcards about Trade Marketing.

Where's Wally? (Where's Waldo?)

A series of children's books created by British illustrator Martin Handford.

Category (as defined by ECR)

A distinct, manageable group of products/services that consumers perceive to be functionally or naturally interrelated and / or substitutable in meeting a consumer need

Shoppers

Purchasers of a product/service prior to end use.

Consumers

People who need something, the end user of a product/service

Consumer needs for pet products

Feeding, teaching, cleaning, carrying, wearing, playing, healing.

Pet products

Pet food, toys, clothes, shampoos, books, films.

Segments of pet products

Dry pet food, humid pet food, chilled pet food, beauty care for pets, medicines for pets, toys for pets, houses for pets, books on pets, DVD on pets, clothes for pets.

Segmentation

The more detailed level of grouping within the category, which brings together products that are highly similar in the eyes of the consumer and therefore directly compete with each other

Destination Category

Defines the image of the retailer, gives competitive advantage, primary category provider.

Core/Routine Category

Consumers expect to find these categories, consistent, competitive value.

Occasional/Seasonal Category

Major provider for products with seasonal demand variances.

Convenience Category

Reinforces the target consumer's image of the retailer, good, everyday value.

Importance of Category Assessment

Helps understand current performance of the category, offers detailed knowledge at the subcategory and brand levels, and identifies areas for improved results.